PENGARUH CONSUMER ETHNOCENTRISM, BRAND IMAGE DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUATAN INDONESIA

ALYSSA PUTRI AHMADI, . (2021) PENGARUH CONSUMER ETHNOCENTRISM, BRAND IMAGE DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUATAN INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (382kB)
	Text BAB 1.pdf Download (139kB)
	Text BAB 2.pdf Restricted to Registered users only Download (233kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (192kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (284kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (96kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (111kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (758kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menguji pengaruh consumer ethnocentrism, brand image dan product knowledge terhadap keputusan pembelian. Penelitian ini dilakukan di wilayah Jabodetabek selama enam bulan terhitung sejak Januari hingga Juni 2021. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode pengumpulan data berupa metode survei. Populasi yang digunakan adalah konsumen produk buatan Indonesia di wilayah Jabodetabek. Teknik penentuan sampel yang digunakan adalah purposive sampling sebanyak 200 responden. Teknik analisis data yang digunakan adalah regresi linear sederhana dengan alat analisis IBM SPSS 22.0. Berdasarkan hasil uji regresi sederhana pada consumer ethnocentrism didapatkan persamaan Ŷ = 19,270 + 0,726X dan brand image Ŷ = 14,385 + 0,802X serta product knowledge Ŷ = 15,027 + 0,932X. Selanjutnya, berdasarkan uji t didapatkan hasil thitung > ttabel dan nilai sig. < 0,05, hal ini membuktikan bahwa terdapat pengaruh yang positif dan signifikan antara consumer ethnocentrism, brand image dan product knowledge secara parsial terhadap keputusan pembelian. Selanjutnya, berdasarkan perhitungan koefisien determinasi Y atas X1 diperoleh nilai R2 sebesar 0,331 yang menunjukkan bahwa 33,1% variasi pada variabel keputusan pembelian dapat dijelaskan oleh variabel consumer ethnocentrism. Dan perhitungan koefisien determinasi Y atas X2 diperoleh nilai R2 sebesar 0,338 yang berarti 33,8% variasi pada variabel keputusan pembelian dapat dijelaskan oleh variabel brand image. Serta perhitungan koefisien determinasi Y atas X3 diperoleh nilai R2 sebesar 0,347 yang berarti 34,7% variasi pada variabel keputusan pembelian dapat dijelaskan oleh variabel product knowledge. Sedangkan sisanya 66,9%, 66,2% dan 65,3% dipengaruhi oleh variabel lain yang tidak dibahas dalam penelitian ini. This study aims to examine the effect of consumer ethnocentrism, brand image and product knowledge on purchasing decisions. This research was conducted in the Jabodetabek area for six months starting from January to June 2021. The research method used is a quantitative approach with data collection methods in the form of survey methods. The population used is consumers of Indonesian-made products in the Jabodetabek area. The sampling technique used was purposive sampling as many as 200 respondents. The data analysis technique used is simple linear regression with IBM SPSS 22.0 analysis tool. Based on the results of a simple regression test on consumer ethnocentrism, the equation Ŷ = 19.270 + 0.726X and brand image Ŷ = 14.385 + 0.802X and product knowledge Ŷ = 15.027 + 0.932X. Furthermore, based on the t-test, the results of tcount > ttable and sig. < 0.05, this proves that there is a positive and significant influence between consumer ethnocentrism, brand image and product knowledge partially on purchasing decisions. Furthermore, based on the calculation of the coefficient of determination Y over X1 obtained an R2 value of 0.331 which indicates that 33.1% of the variation in the purchasing decision variable can be explained by the consumer ethnocentrism variable. And the calculation of the coefficient of determination Y over X2 obtained an R2 value of 0.338, which means 33.8% of the variation in the purchasing decision variable can be explained by the brand image variable. As well as the calculation of the coefficient of determination Y over X3 obtained R2 value of 0.347 which means 34.7% of the variation in the purchasing decision variable can be explained by the product knowledge variable. While the remaining 66.9%, 66.2% and 65.3% were influenced by other variables not discussed in this study.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ryna Parlyna, M.B.A. ; 2.) Muhammad Yusuf, SE., MM.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10691 not found.
Date Deposited:	28 Aug 2021 18:40
Last Modified:	28 Aug 2021 18:40
URI:	http://repository.unj.ac.id/id/eprint/18192

Actions (login required)

View Item